Visit Jersey Brand Guidelines 2024

Visit Jersey Brand Guidelines

Brand Guidelines

Our brand guidelines have been created to ensure consistent visual and verbal communication to support our brand purpose and strengthen our brand identity across all platforms, including:

• Advertising

• Digital

• OOH

• Collateral

• Jersey.com

• PR

• Corporate Communications

• Events

• Trade partner co-op marketing

The guidelines define logo usage, colour palette, typography, and tone of voice to ensure consistent representation.

Our guidelines will safeguard brand integrity, fostering recognition, trust, and loyalty among stakeholders, ultimately enhancing brand equity and market competitiveness.

Brand Strategy

Brand Strategy

Our brand narrative

Our narrative expresses the ‘emotion’ of Jersey: the power our island has to help travellers refresh, revitalise, reconnect, and rediscover their true self. It is not marketing copy. It is an introduction to Jersey’s unique positioning: an inspirational and emotionally engaging territory that our island can claim as its own.

“Jersey is an island shaped by the sea, where things are revealed – when you’re ready to look.

Like our submerged coastal landscapes that are exposed to Jersey’s fresh atmosphere each day, it’s a place for you to come up for air.

A liberating, joyful experience, where you’re free to reconnect and revitalise. Free to be together. Free to do so much. (Or so little.)

Where you love the past, live in the present and look forward to the future. Where friendships are nourished and bonds are strengthened. And, when the time comes for the tide to rise again, you’re ready to dive back in – with a smile on your face and a freshness in your heart.”

Our Brand Strategy

Our brand

The Jersey brand plus is made up of four components: purpose, positioning, personality and values. Together, these key brand elements play a fundamental role in defining who we are, and strategically positioning the Jersey brand.

Purpose

Positioning

Changing perceptions, shaping the future. Promoting Jersey, enabling tourism growth to create a prosperous and sustainable economy.

Jersey, the island ready for curious minds minds to explore.

Personality

Unexpected | Playful | Authentic | Immersive

Values

Individuality | Curiousity and optimisim | Togetherness | Immersive

Our Brand Strategy

Our values & personality

Brand values are the guiding beliefs that drive our decisions and behaviours. They reflect our attitudes to the world and help anyone associated with Jersey assess whether a given activity is right for the brand.

Our target segments share all our values, but their priorities are different. So, it’s essential we say the right thing, to the right person, at the right time.

Our values

Individuality

Be authentic. Be fearless. Be you.

Natural harmony

Connect with nature, with all your senses.

Togetherness

Share dreams, moments, and memories.

Curiosity and optimism

Love yesterday. Live for today. Look to tomorrow.

Our personality

Unexpected

We do things our way. We’re a little bit French, a little bit exotic and uniquely Jersey.

Immersive

Hearing the roar of astonishing tides, smelling the food that feeds your soul and listening to the silence of the sweeping sand dunes... all waiting for you to experience.

Authentic

We love our island and we are proudly Jersey. We know how to connect and discover what our island has to offer, together.

Playful

We’re freewheeling, fun-seeking, outdoor loving locals who can’t help but give away the secrets of Jersey’s beauty.

Our

Brand Strategy

Experience Pillars

We focus our communication around four experience pillars that reflect the preferences of our target audience segments - The Great Outdoors and Wellbeing, Local Food and Drink, History and Culture, and Responsible Tourism. These pillars create a compelling narrative by highlighting Jersey’s unique features, including natural beauty, cultural heritage, adventure and locally ‘grown’ produce.

The Great Outdoors & Wellbeing

With invigorating and winding paths to untouched bays, a Jersey reset is inevitable. Jersey is a world of calm, serenity and solitude, offering the ultimate retreat with miles of wide open nature.

Local Food & Drink

From land to sea, Jersey is brimming with a bounty of fresh local produce including seafood, dairy and our famous Jersey Royal potatoes.

History & Culture

Jersey has a rich history to be discovered. From castles and cliff ruins to World War 2 bunkers.

Responsible Tourism

Jersey is a nature lover’s island with headlands to wetlands teeming with birdlife.

Our Brand Strategy

Tone of voice

Our tone reflects the character of Jersey and keeps our verbal and written messages unique, relevant, and engaging.

Our brand personality Our tone of voice principles

Unexpected

We are witty and intriguing. We do it with both surprising content and writing style, deftly dotted with witty wordplay, unexpected sentence structures, and stop-you-in-your track twists that build curiosity.

Immersive

We are sensory storytellers. We draw travellers in with rich stories packed with sense-stirring language that build connections – instantly. We make sure our guests are the ‘hero’ and promises are backed up with ‘proof’.

Authentic

We are real people and natural conversationalists. We’re the friends you chat to about your holidays: warm, casual, unpretentious. We write how we natter, with everyday words and pace. We may use few words, but we use them brilliantly.

Playful

We are fun and holiday-focused. It’s all about the holiday for us. We love our island and we’re proud to share it. Even our writing style is fun, with cheeky humour and a sea-breezy tone.

Our Brand Strategy

How we sound

Need inspiration? Or a little extra guidance? We’ve whipped together a few examples of how our voice sounds –and how it doesn’t.

Not us:

“Jersey’s good living and fine food enjoys a glowing reputation the world over. The island boasts a huge range of places to eat”.

To:

“Discover Jersey’s beaches, browse maps and keep up to date with all the latest news from around the island. You can even meet the locals!”

“From our beach food culture to our luxury restaurants, our compact island packs a rich and colourful larder into its nine by five miles.”

“Want the insider’s guide to what makes Jersey special? Or the low down on where the locals go? Map out your holiday with our tips and tricks, and check out the events that are happening to make sure you don’t waste a minute.”

“Social Hub. Experience Jersey and share your favourite moments”.

“Short breaks. Longer holidays. Where to stay. What to do”.

“To discover and share island tips, stories, events and photos about our beautiful island, check out our website and social channels.”

“If you’re looking for an action packed break, a long relaxing stay or a luxury retreat, Jersey is the place for everyone to feel truly on holiday.”

Our Brand Strategy

Target segments

Capturing the curiosity of our two target segments – Easy Explorers and Moment Makers - is key to our growth, representing a market size of 10 million UK travellers.

But not all Jersey visitors want the same thing. Our research shows what each segment needs and desires.

Easy Explorers

Aged 55 - 74 years

Our holiday motivations are:

• Get off the beaten track

• Visit historic sites

• Be physically active in the great outdoors

• Go wildlife spotting

• Connect with nature / wellbeing

• Enjoy peace and quiet

• Slow down / savour different pace of life

Moment Makers

Aged 25 - 44 years

Our holiday motivations are:

• Indulge in gourmet food

• Relish being in, on, or near the sea

• Relax in luxurious surroundings

• Feel special and spoilt

• Seek out WOW moments to share on Instagram

• Gather stories to tell friends

• Make unique memories

Brand Elements

Brand Elements

Logo

Primary Logo

Our primary logo is a white out version and should be used in the majority of brand communications. The stacked version of our logo should be used wherever possible and the horizontal version should only be used where space constraints apply.

Our logo suite consists of CMYK (Print) and RGB (Screen/Digital) versions. There are two core versions of the primary logo: stacked and horizontal.

Primary vertical lockup

Minimum size

20mm

The ‘J’ marque in all logo versions should never be reduced more than 20mm in height.

Primary horizontal lockup

Clearspace

Brand Elements

Logo

Secondary Logo

The secondary - blue - version of the logo should be used when imagery is not being used and the logo appears on light backgrounds. The blue version has been created to reflect the sea and sky that surrounds the island, giving it life and energy.

The same clear space and minimum size guides shown on the primary logo also apply to the secondary logo.

No other colour variations of the logo should be used.

Primary vertical lockup

Primary horizontal lockup

Brand Elements

Logo

Size and positioning

Always ensure that out logo is the right size - never too small or too big. This is worked out by dividing the diagonal length of the page by eight, and rounding to the nearest whole number.

The table below shows the recommended logo heights for common page formats. Always position the logo bottom right or top right on applications.

Logos sit in the bottom, right hand corner. For corporate documents, logos sit in the top, right hand corner.

Please note: In instances where it is necessary for the logo to be situated elsewhere, approval from Visit Jersey’s Marketing team is required.

Logo sizes:

A5 32mm high or 90 pixels

A4 45mm high or 127 pixels

A3 65mm high or 184 pixels

A2 90mm or 255 pixels

A1 130mm high or 368 pixels

Pixel dimensions at 72dpi

Brand Elements

Logo

Accurate usage

The Jersey logo must always be reproduced consistently and accurately to maintain the integrity and strength of the brand.

The following examples illustrate how the Jersey logo should not be reproduced.

Rediscover

Brand Elements

Using the logo online

When using the identity online, there are many formats which may mean elements of the brand are cropped. To ensure the logo is always visible it, or the icon, should be positioned at the top of the graphic, ideally top left or top right, and text should be left aligned so it is easier to view and read on screens.

Online Display Advert Examples

Co-branding

There are three co-branding areas - Endorsement, Sponsorship and Co-operative - that apply to organisations that are working with the Jersey brand.

Co-branding

Endorsement

This is where a piece of communication, usually focused around a single subject or event, is endorsed via a visual association with the Jersey brand.

Typically, the request for use of the Jersey brand as an endorsing device will come from an association/ event who wants to benefit from being associated with Jersey. Use of an endorsement in these situations would be on websites, marketing literature and advertising.

The endorsing device consists of a short statement explaining the relationship between the two associations and the Jersey logo. The statement and the logo are separated by a ruled line.

Primary Logo

Secondary Logo Where space constraint apply Preferred use

Co-branding

Sponsorship & Partnership

Sponsorship and partnership endorsements occur when two or more companies come together to jointly sponsor an event.

Sometimes in these situations when the host brand may take the lead, it is typically not possible for Jersey or indeed any other sponsor to insist on any more than a quality logo rendition and respect for clear space specifications. In this sitution the primary stacked white logo should be used.

Enjoy a foodie experience in the beauty of the Park

Jersey National Park honourable chairman Jim Hopley, MBE, encourages us to head outdoors and explore the 2,145 hectares of parkland while appreciating a range of local produce

Co-branding

Co-operative

Where the Jersey brand appears in co-operative support of a piece of communication, with varying degrees of visibility that depend on the nature of the relationship and desired impact.

In order to allow the brands to retain their own identity, measurements guidance should be followed, and proportionately sized up or down depending on the end requirement.

Colour

Colour palette

Our colour palette helps to support the abundance of colour and vibrancy that comes through our imagery. It has been created to reflect the seasonality of the island as well as reflect the vibrancy and energy of the island.

Whilst colour plays an important role for the brand, imagery plays the hero role, with colour acting in a supporting role.

Corporate colour

Midnight Blue is reserved as Visit Jersey’s corporate colour. This colour is to be used as the primary colour in corporate documents, as well as on business.jersey.com.

Dune

Midnight Blue Pantone

Colour accessibility

Colour contrast between text and background is important to consider, especially on web pages as a low colour contrast will affect some people’s ability to perceive the information visually. The legibility and accessibility of colours is vital and all communications should be clear and easy to read.

Using the Web Content Accessibility Guidelines (WCAG) the colours below show the contrast ratios between colours.

We recommend checking any colour usage prior to publication online, for example: www.color.adobe.com, to ensure that colours reach the AAA standard with white text at 18pt and above, or 14pt bold and above.

Sky Blue

Midnight

Sunset Orange HEX #f58353

#007f95

Colour imagrey

Colour comes through photography; our logo co-exists with imagery, allowing the colour of the image to breathe through the transparent elements of our logo. Examples below show the colour palette in use through images.

Typography

Typography

Primary typeface

Our typeface is modern and confident, clean and legible. There are three different typefaces, all from the same family - Proxima Nova.

To purchase and download these fonts, go to myfonts.com, or any other established online typeface retailer.

Please note: You may need to purchase specific font licences, depending on your font usage (web/print).

Headings

Headlines can use both Proxima Nova Bold and Proxima Regular in combination or in isolation. Colour can also be used to add extra emphasis to the messaging.

Subheadings | Introductions Intro paragraphs can be highlighted by using Proxima Nova Semi-bold.

Body copy

Body copy should use Proxima Nova Regular. Quotes

Quotes can be highlighted by using Proxima Semi bold and/or using italics and our accent colour palette to add extra emphasis.

Headings

Proxima Nova Bold Proxima Nova Regular Proxima Nova Light

Subheadings

Proxima Nova Semibold

Introduction paragraphs

Proxima Nova Semibold intro paragraph lorem ipsum dolor.

Body copy Quotes

Proxima Nova Regular Body copy paragraphs Integer ut lorem nec urna imperdiet congue quis sit amet leo. Sed consequat, lectus sed volutpat adipiscing, nisl massa cursus urna, convallis egestas massa neque sed enim.

Proxima Nova Semibold quotes

Proxima Nova Semibold Italic quotes

Proxima Nova Italics quotes

Typography

Secondary typeface

Arial is our chosen secondary font when it’s not possible to use our core typefaces, such as in Microsoft PowerPoint presentations, email signatures or for when you need to type out letters in Microsoft Word and corporate reporting.

Headings

Arial Bold

Subheadings

Arial Regular

Introduction paragraphs

Arial Regular intro para lorem ipsum dolor sit amet.

Body copy

Arial Regular Body copy paragraphs lorem ipsum dolor sit amet adispicing vitae vehicula augue. Etiam viverra purus ac dolor ultrices eget auctor nibh volutpat.

Heading

Typography

Corporate document layout

Heading 1

Heading 2 – Subheading if required.

Heading 3

Body copy Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse eget lacus eros. Etiam at porttitor risus. Donec ante velit, tristique id aliquet nec, tempus ac odio. Proin suscipit, mauris in volutpat rutrum, leo massa rutrum leo, et vulputate turpis nisi ac justo. Aenean elit sapien, mollis at ultricies quis, auctor sit amet diam. Duis vitae leo ut turpis pharetra maximus vitae fermentum mauris. Maecenas bibendum pharetra ipsum nec dictum.

Donec ut ante nec lacus fringilla fermentum ut sit amet nisi. Pellentesque consectetur ex risus, ac efficitur tortor maximus eget. Phasellus laoreet aliquam varius. Integer molestie blandit est, ut tincidunt elit vehicula eget. Duis sagittis, libero a fringilla pulvinar, nunc lorem dapibus odio, nec euismod ante neque sed urna. Ut finibus nunc eu ligula porttitor bibendum. Praesent ornare sit amet urna eget pretium. Aliquam sodales hendrerit scelerisque. Praesent auctor sem eu molestie mollis. Nunc pretium justo tortor, sed maximus ligula egestas sit amet. Ut quis lorem lacus. Aliquam posuere metus ut elit aliquet hendrerit. Nam euismod eros leo, eget euismod ex consequat eget. Sed pharetra turpis sit amet massa consectetur pellentesque. Vivamus egestas dolor et ligula rutrum faucibus. Nam et dui purus.

Nulla placerat aliquet diam, et egestas lorem lobortis sit amet. Pellentesque at urna tincidunt, congue nisl sed, faucibus velit. In at felis eleifend, ullamcorper nisl at, facilisis nibh. In lectus enim, vulputate eu mattis at, blandit quis tortor. Aenean vitae semper nibh, nec convallis arcu. Aliquam rutrum magna purus, non molestie leo tempus et. Ut et turpis sapien. Nullam pellentesque et nibh sed ultrices. Donec a tempor est. Pellentesque id molestie lacus. Ut nunc lectus, aliquam eu purus ac, pulvinar facilisis sapien.

Duis porttitor, augue nec ultricies sodales, orci nulla sodales purus, eu pellentesque nisi nunc et velit. Morbi sagittis hendrerit risus eget mollis. Sed dictum viverra purus, vitae iaculis purus aliquet eget. Suspendisse potenti. Mauris molestie cursus fermentum. Nullam sed consectetur metus, vel cursus mauris. Aliquam erat volutpat. Sed condimentum neque ut pharetra rhoncus. Integer gravida urna urna, sit amet euismod metus condimentum ut. Nam at consectetur felis, eu vestibulum lacus.

Ut mauris mi, tincidunt in sagittis nec, vestibulum id sapien. Suspendisse et rhoncus sem, quis condimentum lacus. Ut imperdiet nulla eu felis dapibus, et ultrices mauris cursus. Sed non libero tincidunt, mollis nisl eu, ornare lacus. Proin non efficitur orci. Etiam vel accumsan diam. Curabitur imperdiet tortor ligula, vel eleifend mauris condimentum sed. Phasellus vehicula, metus eu tempor vestibulum, justo metus vehicula lacus, at sodales diam turpis vitae libero. Vestibulum tempor elementum mi, eget sodales metus maximus vel. Morbi egestas eros nec turpis accumsan convallis. Nullam tempor tempus nisi, sit amet fermentum tellus aliquet non. Nullam dignissim suscipit lectus, a fringilla est eleifend eget. Aliquam quis cursus augue, dignissim vulputate sapien. Praesent tristique eleifend aliquet. Aenean venenatis condimentum tempor. Maecenas euismod lacus vel hendrerit venenatis.

Use Arial if Proxima Nova is not available.

lockup

Subheading

Font: Proxima Nova (Arial if it is not available).

Case: Sentence case

Justification: Left

Line Spacing: 1.5 line

Heading

• Proxima Nova Bold

• 28pt

• Colour: Midnight blue

Subheading

• Proxima Nova Bold

• 18pt

• Colour: Midnight blue

Body copy

• Proxima Nova Regular

• 11pt

• Black

• Numbers: one to ten in written format, 11 onwards in numerical format.

Logo lockup

• Midnight blue horizonal logo lockup in the top right corner.

Grids

Grids

Print

Our grid provides an underlying structure that helps all our literature appear clear, ordered and considered. The grid is made up of a series of building ‘blocks’, as shown below. Always the same size, the blocks provide versatility in positioning and sizing text and images.

Sizes

All our grids are based on the same building block principle: the blocks remain the same size on all formats. Only the number of blocks changes from one layout/size to another. This has the advantage of ensuring that defined type sizes are positioned consistently on all formats, covers and text pages.

(6 column grid)

(6 column grid)

(4 column grid)

Digital Guidelines

Digital Guidelines

Our online identity

Whilst our identity online should retain the core elements of the brand, some elements have been developed to adapt to digital restrictions.

Primary online colour

Rich Plum has been identified as the primary online global default colour of the site as this is accessible to AAA standard with white text at for 18pt and above, or 14pt bold and above.

Secondary online colour

Midnight Blue may also be used as the secondary online brand colour for corporate use.

Use of tints and lighter shades of the brand colours should be avoided online.

Digital typefaces

Our core typeface, Proxima Nova should be used for all online material.

Images online with gradient tint

When using images online, more consideration needs to be given to the legibility of text over the imagery.

A gradient tint can be used over the image to ensure that the writing is legible. The gradient is often used for display ads and applied behind over-laid copy to enhance legibility. It is then faded out to 0% for the website.

There is a gradient overlay applied (a tint of black) to enhance legibility and ensure accessibility where needed, particularly on headers and carousel cards. A image gradient can also be added on print images.

For further information regarding digital guidelines please contact marketing@visitjersey.je.

Graphic System

Our Graphic System

This is born out of the flow and movement that’s found within our logo and graphics have been developed to define how this can be used to extend the visual reach of our brand.

Using the master logo artwork, try to create dynamic crops that focus on the movement and rhythm of our brand.

Graphic System

Applying the logo graphic

Using the logo as a graphic device has been designed to provide flexibility and consistency across a broad range of corporate applications.

Iconography

Iconography

Iconography

Icons play a supportive role in the Jersey identity. They are essential for navigation within digital media such as online or within iOS or Android applications. In editorial literature, icons can be used as a way to designate sections or topics, e.g. seasons etc.

Drawing inspiration from the fluidity and curved form of our logo, our icons reflect the seasonality of the island as well as the vast array of activities that can be experienced on Jersey.

Photography

Photography Categories

Our photography style falls into four main categories: The Great Outdoors and Wellbeing, Local Food and Drink, History and Culture, and People, which help us tell stories and inspire in interesting and different ways, depending on the type of application for content that you have need to work with.

When adding to the library, always ensure that you reference these examples and follow the photography principles listed:

• Distinctly Jersey - provide a sense of place

• Captures the uniqueness of Jersey

• Natural, not forced or posed

• Positive, cheerful, and aspirationalhas energy and life

• Overall colours should be bright and fresh

• Adhere to our creative style

The Great Outdoors & Wellbeing Local Food & Drink History & Culture

The Great Outdoors

There is so much to do in Jersey from water sports to great coastal walking. Images must have energy and life, be natural not forced or posed and be bright and fresh. Images must be distinctly Jersey giving a sense of place and capturing the uniqueness of Jersey. When people are pictured doing activities, their expressions should be candid, not forced.

Local Food & Drink

The famous Jersey Royals, the scrumptious seafood, delicious dairy products and hedge veg that make Jersey unique. The colours must be bright and fresh and capture the uniqueness of Jersey produce.

Photography Categories

History & Culture

Jersey has a wealth of wonders just waiting to be explored from Jersey War Tunnels to imposing castles and unique museums. Images should capture the imagination and show people really engaged in museums, not just pointing into cabinets.

Externally they must capture the uniqueness of the landmark. Aerial shots can give the images the real sense of scale and drama that is needed to inspire visitors. Models should be representative of our best prospect segments. Images must have energy and life, be natural, not forced or posed and be bright and fresh.

Photography Categories

Responsible Tourism

Sustainability is no longer just a buzzword in the industry and we must do everything within our power to ensure that our imagery is representative of the kind of responsible tourism practices that we aim to encourage in Jersey.

Inclusivity is just as important, and the imagery we create should be reflective of this, respectfully incorporating those who might not have been historically featured in destination marketing imagery.

Photography Categories

People

Photography featuring people should represent our target segments, Easy Explorers and Moment Makers, and champion individuality. Images must have energy and life, be authentic, not forced or posed, and be bright and fresh.

Photography

Creative Style Guidelines

Lighting

Fully lit shots (think full sunlight, high noon) can create a fluorescent effect, flattening out all dimensions and causing harsh, black shadows. On the other hand, dappled light gives you depth, texture and drama.

Dawn or dusk can give great, natural, muted hues as well as dramatic, low cross-lighting. Time of day is crucial in ensuring a consistent look and feel across imagery. Ensure ‘bright’ blue sea, sky and sufficient light/sunshine but avoid washed out images by using midday winter sunshine.

Backlit

Back lighting, once frowned upon, now adds to our unorthodox brand styling with its nostalgic glow. The bright spot of light provides warmth and often obscures the subject into a silhouette creating anonymity, mystery and romance. Avoid creating pure black silhouettes with harsh back lighting in order to maintain some subtle colour and detail, whilst ensuring shots are always noticeably Jersey.

Shallow deph of field

Shots created with a shallow depth of field provide dimension and a tangible sense of “being there.” When you throw the foreground and/or background out of focus, it reflects the way the human eye perceives the world and can bring a stronger focus to your subject. Utilise this style across locations to allow viewers a sense of place.

Veiing

Gently veiling the subject through airborne particles such as sea mist, or plantation can bring dimension and a bit of mystery to the shot. Similar to light that is dappling an image, ensure the veiling doesn’t blanket the entire shot (which would end up flattening it). If the veiling effects random portions of the image to differing degrees, you’re left with a nice contrast to the areas left unveiled.

Photography

Creative Style Guidelines

Abstract but noticeably Jersey

Images that are predominantly made up of one part of the colour spectrum take on an illuminated and soothing presence because of the reduced visual noise. Composing imagery based on monochromatic tones can yield equally compelling effects when paired with the right scene. Ensure all locations are still noticeably Jersey.

Detail

Promoting the island to the world means paying attention to the detail. There will be many instances where zooming in on the fine elements of an experience will be needed, such as the catch of the day or a moment in nature. Shallow depth of field, earth tone colour palette, soft edges, contouring light.

Post-production/grade

In general, dial back superficial, primary colours and dial up velvety, earth tones. More impact is derived from photos that have a simple marriage of warm and cool, not overly edited, and avoid pushing to the extreme of “fantasy”, but natural gradations and blended hues within the acceptable realm of reality.

Cropping

It’s important that the image is cropped so that it tells the story you want, and unnecessary details and elements can be left out to ensure the focus is where you want it to be. Centring your subject isn’t essential - sometimes it can be more effective to use the angles and content of the image to help draw the eye to the focal point. Try to leave some breathing room when you crop images and always consider how the image will be used and if text will be added to the image.

Further information

For more information on using the Jersey visual identity please contact marketing@visitjersey.je.